Case Study: Dunlop achieves its most successful product launch with TrenData predictive market insights

Dunlop launches its first women’s and leisure ranges with TrenData

Dunlop, a global designer and producer of protective and leisure footwear, faced the challenge of understanding shifting consumer needs across its complex international markets. Its product development process relied heavily on retrospective data like sell-out figures and reviews, which only showed reactions to existing products rather than predictive insights into emerging demand. To gain real consumer orientation, Dunlop partnered with vendor TrenData and its Market Intelligence service.

By implementing TrenData's platform, Dunlop gained a continuous, real-time understanding of emerging consumer interests, enabling them to identify new opportunities long before competitors. This predictive insight revealed unmet demand for women-specific footwear and leisure-oriented boots, leading to the creation of two entirely new product lines. According to Dunlop, this evidence-based approach resulted in the most successful product launch in the company's history, with the new women's and leisure ranges quickly becoming standout performers in their portfolio.

Dunlop